ANNY, a fashion-tech startup redefining how Indian women experience fashion, has successfully raised ₹10 crores in a pre-Series A funding round led by Atomic Capital. With a bold vision and a unique business model, ANNY plans to use the funds to scale operations, diversify product categories, sharpen its technology stack, strengthen its leadership team, and expand distribution channels across India. This latest investment marks a significant milestone for the brand, underscoring its momentum in the fashion-tech space and its ambition to disrupt traditional fashion norms.
A Vision for the Modern Indian Woman
Launched in 2023 by entrepreneurs Japjot Singh, Aveen Kaur, and Rahul Tanwar, ANNY entered the fashion space with a clear and focused mission—to bring high-quality, stylish, and affordable clothing to Indian women. Rather than following outdated fashion business models, ANNY forged a new path by embracing an “accessible luxury” ethos. The brand offers modern, trend-driven styles without the hefty price tag typically associated with designer or premium labels.
ANNY doesn’t just sell clothes; it delivers fashion solutions that reflect the evolving tastes, lifestyles, and identities of Indian women. From working professionals and college students to homemakers and influencers, ANNY addresses the fashion needs of a wide demographic.
Smart Fashion: Where Style Meets Technology
ANNY operates on a real-time, inventory-light model, allowing the company to stay nimble and avoid the pitfalls of overproduction. Instead of relying on seasonal bulk manufacturing, ANNY creates garments based on current consumer demand and trending designs. This approach enables the brand to respond instantly to market trends and minimize wastage—a move that reduces inventory risk while promoting sustainable business practices.
By integrating technology into every phase of the production cycle, ANNY ensures faster delivery, superior quality control, and a more personalized customer experience. Their vertical integration—from design and sourcing to manufacturing and distribution—empowers them to stay agile and responsive.
Rapid Growth Backed by Consumer Understanding
In just one year, ANNY has expanded its footprint by a staggering 800%. The company attributes this exponential growth to its ability to understand and predict consumer preferences. ANNY doesn’t rely solely on trend forecasts or third-party data. Instead, it builds its collections using proprietary tools that capture real-time consumer behavior, fashion insights, and purchasing patterns.
The result? Collections that feel fresh, relevant, and aligned with what Indian women actually want to wear. The brand’s design and production teams collaborate seamlessly to shorten the idea-to-launch timeline, bringing hot-off-the-runway styles to consumers in a matter of weeks. This speed and accuracy make ANNY a standout in India’s increasingly crowded fashion space.
Leadership for the Next Phase
With the new funding in place, ANNY plans to bring in experienced leaders who can guide the company through its next phase of expansion. The founding team understands that scaling a brand isn’t just about increasing output—it requires vision, strategic direction, and seasoned talent.
By strengthening its leadership bench, ANNY aims to build a more resilient and innovation-focused organization. The company looks to recruit specialists in fashion, technology, marketing, and operations to elevate the brand and unlock new growth opportunities.
The Founders’ Commitment to Innovation
Speaking about the funding, co-founder and CEO Japjot Singh emphasized the brand’s integrated model and its forward-looking strategy:
“Our vertically integrated model, coupled with real-time trend responsiveness, allows us to minimize inventory risk and maximize consumer joy. With Atomic Capital’s backing, we’re not just scaling faster, we’re scaling smarter. This investment fuels our ambition to become over Rs 100 crore ARR brand by next year and drive a true movement in India’s fashion-tech landscape.”
Singh’s statement reflects ANNY’s drive not just to grow but to lead a transformation in how fashion gets produced, marketed, and consumed in India. The startup doesn’t intend to be just another D2C brand—it wants to pioneer a new era where technology, sustainability, and style converge.
What the Future Holds for ANNY
With the fresh capital infusion, ANNY has laid out a clear and ambitious roadmap for the near future. Here’s what the company plans to accomplish:
1. Diversify Product Categories
ANNY will expand beyond its current offerings by introducing new fashion lines. These might include ethnic wear, occasion wear, activewear, or even accessories. By broadening its product catalog, the brand aims to become a one-stop shop for Indian women’s wardrobe needs.
2. Enhance Technology Infrastructure
Technology sits at the core of ANNY’s business. The company plans to strengthen its proprietary tech platforms, which include AI-powered trend prediction tools, automated inventory management systems, and real-time feedback loops for customer input. These advancements will make operations smoother and more scalable.
3. Strengthen Supply Chain and Distribution
ANNY wants to reach more customers across India—both online and offline. To achieve this, the brand will optimize its supply chain, reduce delivery times, and partner with logistics providers. It also plans to explore offline retail options like pop-up stores, experience centers, and partnerships with established retail chains.
4. Recruit Top Talent
To stay ahead in a competitive market, ANNY will make strategic hires in key departments. By bringing in skilled professionals across product design, digital marketing, supply chain, and customer experience, the brand will boost efficiency and innovation.
5. Expand Digital and Physical Presence
Currently operating as a digital-first brand, ANNY wants to strengthen its omnichannel presence. The company will double down on digital marketing, influencer partnerships, and content-driven commerce. At the same time, it will explore opportunities to showcase its collections in physical touchpoints, enhancing customer engagement and brand visibility.
A Sustainable and Scalable Fashion Model
ANNY is not only chasing growth—it is doing so responsibly. The brand has taken conscious steps to minimize its environmental footprint by avoiding overproduction, reducing waste, and implementing lean manufacturing practices. Its made-to-demand model ensures that resources are used wisely, and that customer demand drives every production decision.
In a market where fast fashion often draws criticism for its unsustainable methods, ANNY stands out as a tech-savvy, environmentally aware, and consumer-focused alternative.
Conclusion
ANNY’s successful ₹10 crore pre-Series A funding round is more than just a financial win—it’s a vote of confidence in a young brand that’s reimagining Indian fashion. With Atomic Capital’s support and a clear growth plan in place, ANNY is well-positioned to dominate the fashion-tech landscape.
As the brand ventures into new categories, strengthens its technology, and reaches more Indian women, it stays committed to its mission—making fashion smarter, faster, and more accessible. In an industry ripe for innovation, ANNY isn’t following trends—it’s setting them.
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